Marketing Essentials

This presentation covers the importance of marketing in an organisation, roles and responsibilities of marketing function, relationship between marketing and finance department, HRM and marketing department, and the key elements of marketing function. The case study of Morrison, a public limited company in retail industry, is used to explain the concepts.

Marketing Essentials

Table of contents
 Introduction
 Overview of company
 Roles and responsibilities of marketing function
 Importance of marketing
 Relationship between marketing and finance department
 Relationship between HRM and marketing department
 Element of marketing
 Conclusion
 References

INTRODUCTION
 Marketing is one of the important function in an
organisation which helps in increasing sales of
company.
 It is the promotion of product so that people can
get information about new product.
 The main aim of marketing is to attract target
audience (Thabit and Raewf, 2018).
 Marketing department has relationship with
other department such as, finance, human
resource etc.

Overview of company
 Morrison is a public limited company in retail
industry. It was founded in the year 1899 by
William Morrison.
 Its headquarter is situated in Braford, England,
UK. Key people of the company are, Andrew
Higginson (Chairman) and David Potts (CEO).
 The organisation is providing good quality
products to customers and attract them to buy
product.
 Company is having 494 stores all over the world.

Roles and responsibilities of marketing function
 There are many roles and responsibilities which a marketing manager has to perform so
that sales of company can be increased.
 They are responsible for defining and managing brand, conducting marketing campaigns.
 Producing marketing and promotional materials.
 Monitoring and managing social media marketing (Blut, Teller and Floh, 2018).
Producing internal communication.
 Enhancement of sales turnover.
 Evaluation of strategic plans for marketing.

Roles and Responsibilities of marketing in the context of
marketing environment
Within wider organizational context the roles and responsibilities of marketing are described as
follows –
 Promotional materials are used for the marketing of the products and services which are to be
made available to the customers.
 Marketing is responsible for initiating the marketing environment through the internal
communications which helps in developing the scale through which marketing is done
possible (Michael and et.al., 2020).
 Managing and defining the brand helps in creating the value of the brand which is initiated
on large scale.

Importance of marketing within an organisation
 Marketing is important because it
helps in identifying needs of
customers.
 It creates good brand image in
market.
 It helps in attracting customers.
 It allows business to maintain long
lasting relation with customers.

Relationship between financial and marketing functions
 There is direct relationship between marketing and finance department.
 In Morrison company marketing and finance manager are communicating to make
strategies for future.
 Finance department is responsible for handling all the activities related to money and
they are making budget.
 When marketing manager needs money for promotion of product, they contact to finance
manager. They are forecasting future trends in order to manage proper fund.
 Finance manager identify and estimate fund requirements.

Relationship between marketing and HRM function
 Providing training and development sessions for
employees.
 Evaluating performance of marketing employees.
 Retention of talent and skills.
 Recruiting and selecting best candidate for
company.
 Marketing and HRM department has relationship
because when there is need of recruitment then HR
manager is selecting

M2 Significance of interrelationships between marketing and other
functional units of organization
Significance of interrelationships between marketing and other functional units in
organization are described as follows –
 Marketing and HRM – Marketing and Human Resource Organization work together
in which the HRM of Morrison helps the marketing of the products and services which
is being created by the policies and framework being formulated by the HRM of the
company so that the marketing of products and services is done effectively (Meijerink
and et.al., 2017).

 Marketing and Finance – Marketing of products and services of Morrison comply
with the functioning of finance department which observes and functions according to
the marketing of how effective the products and services can be provided to the
customers.
 Marketing and Operations – The operations and marketing department of Morrison
works together which helps in regularizing the operations of the products and services
which are produced at large scale by the company (Mu, 2017).

Element of marketing
There are some elements of marketing:
 Product
 Price
 Place
 Promotion
 Process
 Physical evidence
 People

D1 Key elements of marketing function and how they relate with other functional units
of organization
The key elements of marketing function relating with the other
functional units of the organization as –
 Marketing and Human Resource Management – Marketing and human resource
management of Morrison work together to achieve the goal of selling the product and
services in the market for the customers at large scale (Meijerink and et.al., 2017).

 Marketing and Finance – Marketing and finance department of Morrison works
effectively for channelizing the financial scales for the marketing or products and
services.
 Marketing and Operations – Marketing and operations department of Morrison helps
in initiating and regularizing the operations of the products for its marketing purpose.
This helps the company in functioning effectively (Mu, 2017).

CONCLUSION
 From the above discussion it can be concluded that, marketing plays a crucial role in
increasing sales of company.
 There are different roles and responsibilities of marketing manager like, facilitation of
communication with customers, effective promotional strategies to increase sales of
company.
 Marketing is important because it helps in increasing overall productivity of company.
 It helps in controlling marketing budget.

REFRENCES
 Thabit, T. and Raewf, M., 2018. The evaluation of marketing mix elements: A case
study. International Journal of Social Sciences & Educational Studies. 4(4).
 Blut, M., Teller, C. and Floh, A., 2018. Testing retail marketing-mix effects on
patronage: A meta-analysis. Journal of retailing. 94(2). pp.113-135.
 Pomering, A., 2017. Marketing for sustainability: Extending the conceptualisation of
the marketing mix to drive value for individuals and society at large. Australasian
Marketing Journal. 25(2). pp.157-165.

 Michael, D. and et.al., 2020. Marketing Function: Organizational Roles of Marketing
Department in Academic Library. Marketing.15(2).
 Meijerink, J. and et.al., 2017. Toward a Marketing perspective on how ‘active
employees’ create valuable human resource management outcomes: The role of HRM
consumption and psychological ownership. In Theoretical orientations and practical
applications of psychological ownership (pp. 159-177). Springer, Cham.
 Mu, J., 2017. Dynamic capability and firm performance: The role of marketing
capability and operations capability. IEEE Transactions on Engineering
Management.64(4).pp.554-565.